This Ahmedabad-Based Clothing Lifestyle Brand Veirdo Offers Trendy And Affordable Fashion To The Youth
Increasing internet penetration and changing consumer behaviour has accelerated the growth of online shopping in India.
COVID-19 further accelerated this growth, pushing online sales to an all-time high. According to BCG’s Fashion Forward 2020 report, about 130-135 million Indians shopped for fashion products online, up from 50 million in 2017.
Also, it is estimated that, by 2024, online sales will account for 14% of India’s total fashion GMV of $133 billion, as per a RedSeer report.
Banking on these macro-economic changes, today’s startup story is about Veirdo, an Ahmedabad-based clothing lifestyle brand.
Startup Story: Veirdo | Clothing Lifestyle Brand
Veirdo Founder
Veirdo is an Ahmedabad-based clothing lifestyle brand founded by techies Dhaval Ahir, Piyush Ganatra and Amardeep Jadeja in 2016.
The startup manufactures unique and elegant designs suitable to the lifestyles of modern men and women.
How Veirdo Started?
Dhaval, Amardeep, and Piyush started Veirdo to offer trendy and affordable fashion to 16-to-45-year-old men.
Initially, the founders had no experience in fashion or retail, but they understood how eCommerce platforms worked.
Understanding the situation, the trio launched Veirdo to provide affordable fashion to men. Currently, the startup offers clothing products for both men and women.
Talking about the initial days, Dhaval Ahir, Co-founder and Purchase & Technology Head of Veirdo, says,
“When we launched, eCommerce was still an emerging market in India. But, we knew it was the future. We had no experience in fashion or retail, but we understood how online marketplaces like Amazon or Flipkart worked. We found a quality and affordability gap in youth fashion. That’s why we launched Veirdo by selling floral T-shirts for Rs 400-500.”
USP Of Veirdo
Veirdo delivers premium styling, quality and value to customers under the VEIRDO and JUNEBERRY (womenswear) brands. Also, the brand is licensed for a range of products, including t-shirt, vest, jacket, sweatshirt, shrugs & waistcoat, track pant and shorts, with plans of offering bags and other lifestyle accessories soon.
The homegrown fashion brand, sources (raw materials), designs, dyes, prints, manufactures and distributes all its apparel in-house.
Veirdo’s operations align with the government ‘aatmanirbhar’ initiative, making the most of the opportunities offered by the Indian market.
Speaking about the operations, Dhaval Ahir says,
“We have always worked with local designers and workers. All the layering and cutting of garments is done using in-house machinery. With India being the largest producer of cotton in the world, the domestic market offers loads of opportunities. So, A to Z of our operations has been Made in India from Day 1.”
Present Situation Of Veirdo
In just five years of operations, the fashion brand has serviced over 2.5 million customers, 60%of whom place orders every two to three months.
On the sales side, Veirdo recorded sales of Rs 1.5 crore, which has seen a 20X increase until March 2021. The fashion brand claims to have closed the last fiscal year with a Rs 30-crore turnover after achieving breakeven in 2018.
Veirdo has also set up a 25,000-square-feet central warehousing facility in Ahmedabad, and it currently operates at a manufacturing capacity of 1.5 lakh garments per month.
Veirdo sells its products on its own D2C website, which was launched in 2020, and on eCommerce marketplaces like Myntra, Amazon, Flipkart, AJIO, Limeroad, Snapdeal, Udaan, and IndiaMart.
Future Plans Of Veirdo
Veirdo aims to become a Rs 150-crore brand by 2023. By 2023, the fashion brand is also looking to double its customer base and create new jobs.
The startup is also open to external funding and is also looking to raise its first round from strategic investors having “experience in fashion retail”.
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